Article

The evolution of the consumer-brand relationship and how to avoid extinction

How is the relationship between customers and their favourite brands changing - and what do you need to know about it?

There was a time when advertisers could say that smoking was good for you, and a lot of people would believe them. Advertising was a relatively new phenomenon and consumers trusted companies to simply suggest the most useful things to spend their hard-earned cash on.

 

But increasingly far-fetched claims and the proliferation of media across print, TV and radio led to a number of advertising standards bodies being set up to curb dishonest messages and rebuild consumer trust. For example, the Advertising Association and the Advertising Standards Authority in the UK.

 

Since then, consumers have wrestled power away from big brands and it’s now more important than ever for companies to go above and beyond to establish trust and justify consumers shopping decisions. The popularity of social media platforms like Twitter and Facebook has led us to a world where consumers have the final say on whether or not a brand can be trusted or not.

 

Online retailers cannot afford to continue taking the same old approach to marketing and brand reputation. To avoid becoming dinosaurs, businesses need to be open and transparent, proactively engaging with customers to ensure satisfaction and loyalty. Those that do not adapt to this new model and embrace social networks will go the way of the dodo.

 

These networks, as well as a number of emerging online reviews platforms, enable direct communication between consumers and brands. No more strongly worded letters that may never be opened or hours on hold with call centres – now, brands are so conscious of their public profile that they will almost always respond to a quick tweet or post. Where a call to customer service was a one-to-one interaction, these comments are in the public domain. In comparison, it’s more like shouting your complaint from the top of a hill to a horde of potential customers.

 

Engaging customers through such honest, transparent communication tools does leave businesses open to criticism, but that’s something brands can embrace rather than shy away from. Negative reviews are a fact of life – no matter how efficient your organisation, the chances are that criticism is going to come your way at some point. But this is valuable feedback to help learn more about what your customers want and thus improve your service.

 

In a bricks-and-mortar store, your physical staff give your business a ‘face’ and embody your brand. Online, creating this relationship – and the loyalty that drives repeat sales – is much more challenging. Opening transparent communications with your customers across social media and review platforms makes you more ‘human’ and can make people more comfortable buying from you.

 

While so many High Street shops struggle to survive, online shopping shows no signs of slowing down. Christmas 2013 smashed e-commerce records, while internet purchases for the year were up by almost a fifth – the fastest increase in four years.

 

As companies of all shapes and sizes embrace digital, an important consideration is how they are perceived by consumers online. It’s vital that these companies are proactive in their approach to managing brand reputation, and the value of knowledge garnered through social media and online reviews should not be underestimated. This information about your brand can be used to drive innovation, develop a better service for your consumers and avoid extinction in the digital age.

 

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Is Email Dead, Or Are We Just Bored With It?

Is Email Dead, Or Are We Just Bored With It?

In today's digital era dominated by social media, instant messaging, and collaboration tools, one question looms large: Does email still have a role to play? Some argue that it's on life support, while others...

Julia Herd
Julia Herd 22 November 2023
Read more
The Innovative Digital Marketing Strategies Leveraging AI

The Innovative Digital Marketing Strategies Leveraging AI

This article will assist digital marketers in grasping the advantages and disadvantages of employing artificial intelligence in their online marketing tactics. You will learn about the effects of AI on online...

joseph chain
joseph chain 17 October 2023
Read more
Marketing Emails vs Newsletters: What’s the Difference?

Marketing Emails vs Newsletters: What’s the Difference?

If anyone can clarify the difference between marketing emails and newsletters, it’s Alexander Melone, co-founder of San Francisco-based email marketing agency CodeCrew. But, as we’re about to find out, the distinction...

Alex Melone
Alex Melone 14 November 2023
Read more
Customer-Centric Marketing: The Heartbeat of Modern UK Retail

Customer-Centric Marketing: The Heartbeat of Modern UK Retail

The UK retail scene, with its diverse offerings from luxe brands to quaint local stores, is witnessing a paradigm shift: The rise of customer-centric marketing. This isn’t just about selling; it’s about understanding,...

Andrew Addison
Andrew Addison 21 November 2023
Read more
Best Practices for Effective Dashboard Design

Best Practices for Effective Dashboard Design

In the age of data-driven operations, dashboards have emerged as an essential tool for businesses. They serve as a gateway to data, enabling users to monitor, analyze, and visually represent vital performance...

Ravi Shukla
Ravi Shukla 17 November 2023
Read more